The Role of Branding in Product Design

What Are Branding & Product Design?

Many people think branding is just a name and a logo. Designing a brand is much more than that. Yes, it does entail creating a name and a symbol. But it’s also the differentiator between you and your competitors. Every aspect of your business is your brand – the products you sell, how you communicate, your values, your public perception, and every interaction anyone has with your company.

So, how does it crossover with product design? 

Well, product design is the process of creating a new product or improving an existing one. By considering branding during this process, you can help products stand out in a crowded market, influence consumer perceptions of quality and value, and create emotional connections that drive loyalty. 

There’s no doubt about it – a well-thought-out product branding strategy can be crucial in creating successful products. 

In this article, you’ll learn how it all works.

3 Reasons Branding Products Can Be the Difference Maker 

Branding as a Differentiator

In this ever-interconnected world, competition is rife in every industry. No longer are businesses competing with similar companies in the same town – you’re now up against the rest of the world.

In these crowded marketplaces, branding can help products stand out. It can either alter the physical appearance of a product or enhance its features and benefits.

Who Uses Branding as a Differentiator?

Two examples of companies who have done this successfully are Apple and Coca-Cola. 

Apple’s logo is iconic. Its minimalist design adorns pure white packaging, and a mirrored logo sits on the back of each phone, creating a premium brand identity

Alternatively, Coca-Cola has continually evolved its logo and brand messaging, but it has always remained distinctive and instantly recognizable around the world.

Why You Need a Unique Brand Identity

Establishing a unique identity is incredibly helpful when branding a product. When done correctly, it merges the brand and product as one – helping to create emotional connections and build brand loyalty. 

Streamlining the product branding strategy across multiple products and channels goes further toward making your company recognizable across your industry.

Branding as a Value Proposition

Whether you’re offering basic, premium, or luxury products, you need to establish a value proposition. Branding and product design help you communicate your desired value proposition with potential customers.

Additionally, it allows you to build trust and familiarity, making consumers feel comfortable when purchasing your products.

Who Uses Branding to Enhance Their Value Proposition?

When someone mentions Rolex, you instantly think of premium quality, luxury design, high-quality materials, and high-end prices. Yes, their watches look and feel expensive, but their branding is what’s driven the value proposition of the product – they work hand-in-hand. 

Alternatively, Nike focuses on empowerment, motivation, and making people feel they can achieve anything. Through the Just Do It slogan and many other marketing campaigns, people now buy Nike products because they think, somehow, they’ll make them perform better. 

How Branding Helps Command Premium Pricing

In this world, few products are unique. You can buy identical items, just with different branding.

However, it’s branding that dictates the price consumers are willing to pay. This is why branding and product design need to work in tandem.

You can’t have a basic-looking product with premium brand messaging – it just doesn’t compute. 

Branding as a Long Term Strategy

A well-thought-out and cleverly executed product brand strategy has the potential to allow any product to maintain relevance over time.

Even when the market changes and you have to update your products, your brand is the one thing that remains consistent. Yes, the brand can evolve, but it is what will draw people back to your products time and time again. 

Companies With Branding & Product Design That Drive Longevity

Using Apple as an example again, they update and adapt their products annually, but their brand remains the same. This approach is why so many consumers are loyal to Apple products.

Lego is another company with incredible longevity. Founded in 1932, they continually adapt by introducing new products and diversifying their offering. Even though all their products are different, they are instantly recognizable around the world.

The Role of Product Design & Branding in Creating Brand Loyalty

When product design and branding harmonize, companies have a greater chance of creating customer loyalty. To continually succeed, a business needs a core group of loyal customers who will continue to return. This enables them to weather the natural ups and downs every business faces.

In Summary

Effective product branding design allows businesses to establish a unique identity that resonates with their customers.

In turn, this sets brands apart in crowded marketplaces, allowing them to build loyalty and improve their value proposition. 

Interested in branding a product design project? Get in touch today, and the Shark Design experts will be happy to help.

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